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Area Rugs

Dynamic Rugs Stocks Up on New Product for Big Box & E-Comm Buyers

Taking a calculated risk on stocking the latest fashion rugs, virtually sight unseen, Dynamic Rugs rolls out winter area rug collections for big box and e-comm.

Lisa Vincenti
a classic motif rug with updated colors and styling
Dynamic Rugs offers plenty of updated traditional designs as buyers' demand for the style continues. Shown, Sidra 2342

FREDERICK, Md. -- Dynamic Rugs debuts a range of winter area rug collections, virtually sight unseen, for big box and e-commerce, offering big box buyers the step up products they are seeking and more promotionally priced pieces for online retailers.

"Big box and e-comm not only want inventory, but they want it now. However, while demand is high, factories continue to struggle to keep up given labor shortages, raw material shortages and shipping container shortages. This has made us have to strategize very thoroughly -- we have to plan our inventory flow diligently and with a very forward-thinking mindset," said Matthew Rouhanian, founder.

"We are working with our customers to keep them aware of our flow so that they reserve goods ahead of time," he continued. "Additionally, given that there are no markets and no traveling overseas, our forecasting for inventory of new qualities and products has been a little more risqué than we prefer -- if we see a sample of something we like, we want to quickly stock it so that we can offer fresh goods to our customers."

The latest area rug roll outs include targeted product depending on the channel "In-store customers appreciate quality while e-comm customers are still about low price," said Anoosha Rouhanian. "It’s a totally different customer. If they are taking the time and effort to physically go to the store, then they are looking to touch and feel the rug -- they are looking for quality. Whereas the e-comm customer doesn’t care about the touch/feel/quality, they are just simply looking at price, design and color."

Big box rug buyers are seeking handmade qualities, such as Dynamic Rugs' Vigo, for consumers looking for higher quality designs.

The COVID-19 pandemic has prompted many consumers to upgrade their interiors since they began to work from home and also spend less on travel and entertainment. "Consumers are using that money to invest in the most important thing to them right now: their homes," she continued. "When you invest in something, you invest wisely with the future in mind. Thus, we do not want to cut our qualities." With the uptick in interest in higher quality area rugs, buyers are looking for handmade designs and consumers are more willing to pay more for those constructions, Rouhanian said. "For example, our new Eccentric collection is 100 percent wool handmade in India and has been doing really well even though it’s handmade -- showing that consumers are looking for quality."

In terms of designs, buyers are sourcing updated traditional designs featuring modern elements, such as contemporary color palettes, Rouhanian said. "Buyers are looking for what they call 'updated traditional' -- traditional designs with modern elements, like contemporary colors, some intricate design work, some geo patterns incorporated."

Updated classic motifs are among Big Box and e-comm buyers' top area rug requests at Dynamic Rugs. Shown, Rain 2707

Among the winter 2021 debuts featuring classic motifs are: the handmade Vigo, a high-low textured range crafted of 30 percent wool, 40 percent poly cotton and 30 nylon micro poly; the cross-woven fringed Sidra collection made of space-dyed polyester and fine polypropylene and viscose; and Rain, machine-made of space-dyed viscose in Turkey. In addition, plush and cozy looks continue to be popular and Dynamic Rugs adds Abyss, a high-density shag, machine-made of 100 percent polypropylene in Turkey.

Plush and shag textures continue to trend and Dynamic Rugs add the high-density Abyss collection to its assortment. Shown, 5085

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